Nielsen tracks online impact
December 28, 2012 in -e.online
Nielsen is rolling out its Nielsen Online Brand Effect measurement and optimisation tool to enable advertisers, agencies and publishers to evaluate the resonance of their online campaigns with audiences in real time. It also identifies which attributes of an ad are driving performance, including creative execution, site delivery and impact of frequency of exposure.
“Measuring an ad’s impact once the campaign is over is too late,” says Nielsen European lead for advertising solutions Claudia Pardo. “To gain the greatest benefit, advertisers, their agencies and online publishers need to understand the reach and resonance of their ads at each and every step of the campaign – they can then adjust the plan while there’s still time to make a real difference. The boost to brand lift can be significant.”
“Our use of Online Brand Effect studies on behalf of a number of global advertising clients has helped us demonstrate the effectiveness of FT.com in building and improving brand awareness with an influential business audience,” says Alistair Smith, global insight manager at the Financial Times. “Having previously relied heavily on click-through rates, the tool allows advertisers to see an immediate response to their branding campaigns.”